The Influence of Consumer Review: Website Relation on eWOM Effectiveness: Case Study on Traveloka
Savira Gabriel Evani(*); Hapsari Setyowardhani; Ira Iriyanty
Department Management, Faculty of Economic and Business, University Indonesia
* savirage26[at]gmail.com
Abstract
As an Online Travel Agency, Traveloka provides travel and accommodation-related online reviews to help consumers buying decision. This study exerts Online Social Network (OSN) model from Brown, Boderick, & Lee (20007) to study the role of eWOM on customer review website by investigating the effect on consumers decision making process. Purposive sampling was used for this research with 235 respondents and was analyzed using Structural Equation Modeling approach. Findings of this study reveal that tie strength has a positive impact on attitude towards the website and source credibility, as well as homophily has a positive impact on attitude towards eWOM Information and source credibility. Furthermore, source credibility has an important role in attitude towards eWOM Information and attitude toward the website, and also the attitude toward eWOM Information has a positive impact on attitude toward the website and eWOM effectiveness. Managerial implications and recommendations related to these findings are discussed for further research.
Keywords: Consumer Behavior, Online Social Network, Tie Strength, Homophily, Source Credibility, eWOM Effectiveness, Online Review, Online Travel Agency, Travel
Topic: Financial Technology